Wednesday, February 22, 2017

The Media Insights & Engagement Conference 2017 Recap

By: Jim Bono, Vice President, Research, Crown Media Family Networks 

Nearly 300 research and insights executives from over 140 different organizations in the media industry gathered in Fort Lauderdale seeking to overcome measurement challenges, uncover the next generation of research methodologies, and create new engagement strategies.

Day 1 recap
MI&E Conference Coordinator, Rachel McDonald, started off the day welcoming this year's attendees and introducing this year's co-chairs: Janet Gallent (NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce Friend (Maru/Matchbox).

OPENING KEYNOTE INTERVIEW - RE-IMAGINING THE FUTURE OF TELEVISION
Bruce sat with Turner's Howard Shimmel for a one-on-one discussion about the future of the industry.  Recently, at a Cynopsis conference, Shimmel said "we're at a measurement crisis."  Elaborating on that comment, he explained how it's 2017 and we still do not have a robust cross-platform solution for our industry. Advertisers want an infrastructure that allows more exposure than just reach and frequency.  With Total Audience, we still don't know what to do with it.

They also discussed the Turner Ad Lab, and how people go to Netflix, Hulu, etc., to watch content without ads. What can we do to make the advertising experience better for the consumer?

Howard believes that the industry should have a published document that mandates what currency data research vendors should provide for the content providers. As new platforms are emerging, we need to better understand where those consumers are going to find content.

Bruce asked about big data and how it's all the rage. As an industry where do we go from here?  Howard explained how there is an abundance of research tools out there.  We just haven't done a good enough job telling our clients that we have all these tools.  Big data is a component to an overall data framework. We need to know when to use it and not to use it. Sometimes Big Data can be wrong data.

Bruce also questioned how new companies are great with tech but don't understand the data they deliver. However, other great long-time research companies are very good at analyzing data but don't have the tech.  Howard feels that there's nothing wrong with using a combination of data sets like Nielsen, MRI, and panel data to come up with the best solution. Unfortunately, there are too many companies that reach out and don't really understand our businesses.

He still believes that survey research is important to our industry as data tells what, but not why.

KEYNOTE 1 - THE IMPORTANCE OF RACE AND ETHNICITY IN REACHING MILLENNIALS
Cathy Cohen, Professor at University of Chicago, gave us a very entertaining look at millennials and the importance of race and ethnicity among this group, especially regarding this year's election. The majority of Millennials in the US are Hispanic and African-American, and by 2060 White will be a minority.
In this past year's election, more African-American and Latino Millennials voted for Democrats, while there were more white Millennials voting Republican. However, in the 2016 primary vote the choice among all Millennials (regardless of ethnicity) was Bernie Sanders.

Cohen's presentation covered
·         The complexity of Millennials through a racial framework
·         Researching race and Millennials
·         Rise of Millennials in the workforce
·         Importance of Millennials in the Political force

Millennials are becoming an increasingly important electoral demographic.  The share of eligible voters that are Millennials has grown during last 3 elections:
·         2008 - 23%
·         2012 - 29%
·         2016 - 36%

Cohen also addressed the six key problems with studying Millennials:
1.        Generational frames / over-representation of white Millennials
2.        Under investigation of white Millennials
3.        Homogenous communities of color missing Millennials
4.        Segmentation of Millennials of color - pick one!
5.        Millennials as experts of Millennials - homophily
6.        One-offs or waves - assumes stability in taste, preferences and decisions


KEYNOTE PANEL - HOW CONSUMERS ENGAGE WITH PROGRAMMING ACROSS SOCIAL PLATFORMS – moderated by Sean Casey, Nielsen Social Guide
o   Brian Robinson (Facebook)
o   Tom Ciszik (Twitter)
o   Guy Ram (NBC)
o   Leslie Koch (HBO)

Insights from this panel discussion focused on the evolution of social media and how quickly it's grown.
Consumers spend 5.5 hours per week using Social Media on their smartphone.
64% of consumers use smartphone while watching TV. 
1.2 billion interact on Social referring to TV.


After breaking for lunch hour afternoon consisted of Concurrent Tracks.  These case studies were broken into three groups:
·         Track 1 - Targeting Viewers
·         Track 2 - Audience Insights
·         Track 3 - Innovation in Media




The Audience Insights breakouts were:
Ø  REVOLUTIONIZING HOW THE WORLD SEES MILLENNIALS AND GEN Z – Rich Cornish and Tasja Kirkwood, Viacom

Ø  HOW STARZ STRECHES RESEARCH FURTHER – Kendra Sindleman, Starz Entertainment

Ø  PUT A SEXY SPIN ON YOUR SALES STORY – Karen Ramspacher, David Tice and Jola Burnett, GfK MRI

Ø  LEVERAGING FAN PASSION IN COLLEGE SPORTS – Keith Friedenberg, WME/IMG

Ø  EMOTIONAL CONNECTION: A MEASURE BEYOND RATINGS FOR TELEVISION – Lauren Zweifler, NBCU


The Innovations in Media breakouts were:
Ø  MAXIMIZING AD ENGAGEMENT IN TOTDAY’S CROSS-PLATFORM WORLD – Jon Giegengack and Peter Fondulas, Hub Entertainment Research, and Richard Zackon, CRE

Ø  EXPLORING THE FUTURES OF STORYTELLING AND ENGAGEMENT THROUGH SLOW INNOVATION - Sam Ford, MIT Comparative Media Studies

Ø  VOICES OF MADTECH: HOW MARKETERS & AGENCIES SEE THE MADTECH WORLD – Sherrill Mane, Ipsos Connect

Ø  LEVERAGING AUDIENCE VIEWERSHIP & BEAVIORAL INSIGHTS FOR LINEAR MONETIZATION – Shiv Sehgal, RSG Media

Below are the Track 1 - Targeting Viewers case studies:

FROM ORDINARY TARGET TO PERSUADABLE TARGET
David Kaplan from Bravo, along with Zach Schessel from NBCU and Peter Bouchard from Civis Analytics, discussing how to hit the right target audience and "swing" viewers. The presentation also looked at how to attract casual viewers without alienating the core viewers.

Key takeaways were:
·         The different creative approach is often required for on-air vs. off-channel to drive maximum impact with loyal and casual viewers
·         Casual Bravo viewers may all have some affinity for the network but only the "swing viewers" in this group can be readily persuaded to deepen their commitment and watch more
·          An ad’s positive persuadability should be balanced with any potential backlash effects to ensure a net positive effect
·          Not all swing viewers are created equal, e.g. consumers in different DMAs can have a varied response to creative hooks

VIEWING PREDICTIONS & INVENTORY OPTIMIZATION: THE SECRETS TO SUCCESS IN AUDIENCE TARGETING
Steve Schmitt of TiVo showed us how TiVo is helping clients get from traditional linear to non-linear content, and how they improved campaign performance using optimizers and brand targeting. His presentation focused on how:
·          TV consumption has undergone profound changes, especially Millennials age 18-34
·          Total video consumption continues to expand with DVR, VOD, SVOD and online/mobile viewing extending the power of linear TV
·          Linear TV has majority share, but it is declining as on-demand options expand

Concepts on the rise are binge viewing, on-demand, cord-cutting and cord-shaving, while things like appointment viewing and one-size-fits-all on decline.

ONLINE VIDEO IN THE TOOLBOX: A MUST HAVE
Darlene LaChapelle and Maya Abinakad from AOL talked about the top drivers for video growth, with "social media video offerings" and "better quality creative" leading the way, and how online video growth is driven by mobile devices.
·         Online video viewing on a smartphone is on par with that of a computer
·          Consumers indicate they have few technical barriers watching online video on their smartphones, but get the convenience of watching anywhere, anytime
·          62% said I watch more online video today than one year ago
·          62% said in the next 6 months I expect to watch more online video

Laptop/desktop (70%) is still the leading device on which online video is watch daily, just edging smartphone (67%)

HOW TO ENGAGE MULTICULTURAL MILLENNIAL INFLUENCERS IN 2017 AND BEYOND
Our afternoon continued with our only Track 1 panel.  The panel was moderated by Horowitz's Adriana Waterson, and we heard from Michele Meyer (Univision), Tom Kralik (Revolt) and Lia Silkworth (Telemundo) as they discussed their key takeaways about multicultural millennials and the importance of this audience in our business today, as leading consumers of cross-platform media.
·          Hispanics are leading the charge in cross-platform media consumption
·          Millennial and Gen Z trends ARE multicultural trends
·         Gen Z is more diverse and multicultural and are digital natives
·          If you join a multicultural network, your general market skills may not "translate"

THE NEXT GENERATION OF AD EFFECTIVENESS
Our first day concluded with this presentation from Chris Kelly at Survata.

Day 2 recap
Co-chair Rob McLoughlin opened the morning with a recap for Day 1, and a look at what to expect for Day 2.

KEYNOTE 1: MULTIDIMENSIONAL MEDIA & THE FUTURE OF ENGAGEMENT
Amber Case, author of Design for the Next Generation of Devices, gave us a comical look at connected devices and how the average consumer has become dependent on them.  She showed us products like PetNet, and how the Web and technology play a major role in self-development.

In this world of ever changing technology, we need to make sure that “machines shouldn’t act like humans, and humans shouldn’t act like machines.”

KEYNOTE 2 - DIGITAL HUMANISM: THE COMING AGE OF CONTENT
Edwin Wong of Buzzfeed gave us his insights on Recoding Culture.  We got a look at Millennials and how culture is being reshaped and where it's headed.
76% of Gen Y say "it's the norm to be radical" (as opposed to 60% of Gen X).

Buzzfeed conducted a study breaking millennials into 4 groups:
o   Omegas
o   Sigma’s
o   Cult Kids
o   Nichesters
And we found that there are strong overlaps between these groups.

Wong stressed how we're moving towards the end of demographics, evolution of psychographics and the rise of the individual.

He ended his keynote with a very touching video about Asians and their stories about the sacrifices their parents made for them.

KEYNOTE 3 - BEYOND THE STORY: WHY YOU NEED A NARRATIVE
Tobin Trevarthen of 21st Century Narrative and author of Narrative Generation was our next keynote speaker and covered:
·         what is a narrative
·         why you need a narrative
·         story vs. Narrative
·         building a narrative

A narrative differs from a story.  More directly, a narrative is a mosaic of related, contextual stories that inform and define one's perspective.
A story has a beginning, a middle and an end.  A story has a plot, and acts as a one-way monologue.
A narrative is endless, and has a more interactive dialogue.

Tobin showed how Tesla automotive expanded the brand narrative to reach consumers.

KEYNOTE 4 - ADDRESSING TRUST AND TRANSPARENCY WITH BIG DATA IN TV MEASUREMENT
Mainak Mazumdar, CRO of Nielsen, was our last keynote speaker of the morning.  Mazumdar explained how recently data sets had errors and inaccuracies in station crediting, time shifted content and missing live viewing.  He addressed 2 key questions:
·         what is our "ground truth?
·         how do we understand and correct for biases?

Nielsen used RPD data along with 200,000+ high quality person's panel to address methodology challenges.
His RPD data and panel findings showed that:
·         20% of live RPD minutes were credited to the wrong station
·         25% of live viewing in the RPD was missing
·         40% of time shifted viewing was credited to the wrong content

Nielsen is working hard to understand and correct these inaccuracies.

The Day 2 afternoon Audience Insights breakouts were:
Ø  comScore SHARES THE KEY TO UNLOCKING AUDIENCE INSIGHTS – Carol Hinnant, comScore

Ø  WHY CO-VIEWING MATTERS – Marc Normand, Disney-Freeform and Brian West, Disney ABC

Ø  AUDIENCE INSIGHTS FOR 2017 AND BEYOND – Rick Kelly, FUEL CYCLE

Ø  ADVANCE YOUR INSIGHTS BY REBUILDING YOUR COMSUMER COMMUNITY – Jim Powel, Comcast


The Innovations in Media breakouts were:
Ø  INSIGHTS OR INSANITY IN THE AGE OF COMPLEXITY – James Petretti, Sony Pictures Television

Ø  HOW BBC AMERICA BROUGHT THEIR AUDIENCE TO LIFE THROUGH ETHNO-SEGMENTATION – Courtney Thomasma, BBC America and Robert Miner, Miner & Co.

Ø  MARKETING TV NEWS RELEVANT TO NEW GENERATIONS – Kimberly Maxwell, NBC News, Sam Ford, MIT Comparative and Peggy Einnehmer, LRW

Ø  FUTURE OF ONLINE VIDEO – David Dowd, Tubular Labs

Below are the Track 1 - Targeting Viewers case studies:

CHANNEL ME
Jason Shalaveyus from Starcom and Nicole Tramontano from Turner showed us how agencies and media companies need to understand how consumer video ad experiences keep pace with content experiences. 
Despite the industry pendulum swing away from engaged reach towards efficiency and programmatic buying in recent years, Starcom and Turner set out to determine:
·         Relative importance of contextual factors that influence ad receptivity
·         Range of impact for individual factors
·         Net effect of multiple factors
·         Prevalence of optimal contexts among segments
·         Whether contextual relevance can improve upon category relevance
·         If ceding even more control to the viewer improved the overall viewing experience

Top findings:
·         Easy wins where you have high control over highly influential factors are hard to come by
·         Life environments affect receptivity more than ad environments
·         Content has a stable shelf life, but ads spoil quickly
·         Relevance is important both in the market and in the moment
·         The cat is out of the bag as far as control, but leashes can work

In summary:
A rising tide lifts all boats.
Don’t neglect the impact of context.
Be selective.
Be Flexible.


GEN Z: DIVING INTO THE YOUTH GENERATION
Armida Ascano and Gil Haddi from Trend Hunter are helping clients find the stories that connect them to Gen Z (infants to 17) - what defines them and what they mean to Media.  They are not as big as Millennials, but they are just as important.  By 2020, Gen Z will be 40% of the consumer base.

They explained the overall differences between to two age group.
Online Presence:
·         Gen Y – Facebook (overshare)
·         Gen Z – Snapchat (private)
Media Consumption:
·         Gen Y – Love content
·         Gen Z – Really, really love content
Outlook on Life:
·         Gen Y – Laissez faire
·         Gen Z – Cautiously planning

Gen Z is the most diverse generation, and they are underrepresented in the mainstream media. As a result, they turn to influencers who look and speak like them.

They already have the tools, creativity and desire to create, but do not enjoy passive media consumption.

This generation is swapping in aspiration for realism.  As content providers, we need to choose influencers and messaging with this in mind.

VIEWER CHOICE: PRIMETIME ALL OF THE TIME
A nearly packed room showed up to see Melanie Schneider (AMC) and Stephanie Yates (WE) present their case study.
“TV is Dead! Run for the Hills!” “Cord-cutting Means the End of Linear!” “Cable TV as We Know it is Dying!”

These are the comments we hear in the press everyday about our industry.  And it’s true that TV viewership has shown downward declines over the past 5 years.  However, content is up more than ever.  How are we able to watch all this content?  Technology has propelled viewer choice.

AMC Networks did a study focusing on content, taking a deeper dive into Nielsen respondent level data exploring viewers, their habits, and how they watch content.

THE OTT CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO CONSUMPTION
Tamara Barber from Simmons Research gave us a presentation explaining that video consumption is not just linear and live anymore. 
The majority of the share of Broadcast viewing still comes from Live (35%) and DVR playback up to 7 days (34%).  The same holds true for Cable, with 43% viewing done Live and 26% coming from DVR playback in the first 7 days.  However, there is still a large market opportunity for DVR after 7 days, VOD after 3 days, and OTT.

Simmons looked at comprehensive video measurement across linear, SVOD, OTT and other connected devices.

OTT users are psychographically different. The Top 10 OTT user attributes included:
·         more digital
·         more social media
While the Top 10 attributes for non-OTT users included:
·         use cell phone for calling only
·         read newspaper daily 

Simmons is hoping to use psychographics to optimize Media planning and buying.

Day 3 recap
Day 3 started with co-chair Bruce Friend recapping Day 2, then introducing today's first keynote speaker.

KEYNOTE 1 - MONEYBALL: THE ART OF WINNING AN UNFAIR GAME
Paul Depodesta, CSO of Cleveland Browns, engaged the audience with an overview that there's a certain way that things work.  Whether baseball, black jack, or other situations in life, there’s always that “rule of thumb” that we are taught to follow.  However, sometimes the 'rule' doesn't always work.  It's all about the process. Paul described a process/outcome quad:

·         Good process/ Good outcome = success
·         Good process/ Bad outcome = just unlucky
·         Bad process/ Good outcome = get lucky once, but then rely on that luck to be successful again
·         Bad process/ Bad outcome = recipe for failure 

So, how do you win with a lack of resources? 
Putting together a championship team is like cooking a gourmet meal - you need the right ingredients. 
We're always asking the naive questions- why is the market down, why is this player struggling? We need a reason, but there not always is a reason, so we try to explain by creating our own cause and relationships.

As with The Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that “rule of thumb” and start new.  Key takeaways he learned from testing these new metrics were:         
·         Find skillful affordable talent to replace high priced starts
·         Statistics can be misleading

He drew comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to look for data to support and confirm these decisions, while dismissing any data that contradicts what we believe.

Paul left us with these 3 points: 
·         become aware of biases
·         become relentless in asking the naive question
·         in the game of uncertainty, how can we beat the house? Learn by previous failures to better hit success.


KEYNOTE 2 - INSIGHTS FROM THE 2016 ELECTION
The late morning keynote was actually broken into 3 parts.  Robin Garfield of CNN spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan to:
ü  Create good paying jobs
ü  Make healthcare more affordable
ü  Do something about the soaring costs of higher education and student debt
Millennials also told us they didn’t want a candidate who:
ü  Represents “more of the same”
They were looking for a transformational candidate - someone who will “change the government”, and that they were “done with the Clintons and Bushes.”
Most Millennials liked Bernie Sanders, and both Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable news (with over 3 million total P2+ aggregate audience), but more people came out to vote in 2016 than ever before.
·         2000 – 105.4 million total turnout (54.2% of eligible population that voted)
·         2004 – 122.3 million (60.1%)
·         2008 – 131.3 million (61.6%)
·         2012 – 129,1 million (58.6%)
·         2016 – 136.6 million (59.0%)

We were show examples of “what-if” scenarios, that demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million (65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map showed that the majority of Clinton’s popular vote came from New York and California.  And the 2016 Electoral College hinged on a handful of states, with Trump taking Florida and the Rust Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).

KEYNOTE PANEL - CROSS PLATFORM MEASUREMENT AND THE FUTURE OF MEDIA
Jane Clark, from the Coalition for Innovative Media Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom), Carol Hinnant (comScore),
Steven Schmitt (TiVo) and Kelly Abcarian (Nielsen).

The panel gave us a perspective of the industry from the network, agency, and measurement side.  They addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant struggle trying to bring all measurement across all platforms together.

Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to own their own data, and that changes the dynamic of the industry.

There is a call from the network and agency side for duration weighted viewable impressions across all platforms, and the measurement companies just aren’t there yet.  The question remains – how do we get there?

The Day 3 afternoon Audience Insights breakouts were:
Ø  MULTICULTURAL TV AUDIENCES ON TWITTER – Meghann Elrhoul, Twitter

Ø  FULL SPECTRUM: ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE – Thomas Grayman, SpikeTV

The Innovations in Media breakouts were:
Ø  USING TRENDING DATA TO UNCOVER THE WHITE SPACE – Rob McLoughlin, POPSUGAR

Below are the Track 1 - Targeting Viewers case studies:

QUANTIFYING CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA
ESPN's David Hobbie gave us insight to David's study focused on an advertising campaign during this past year's Olympics in Rio, and the impact and brand lift experienced on ESPN Latin America.

THE STORY OF KIDS MEDIA
The last case study track of the conference had Theresa Pepe of Viacom give us an in depth look at kids’ data and... The Story of Me.

We learned about kids under 11 and how they are the most diverse kids ever. They make up 15.4% of the US population, and are extremely persuasive. 
Theresa showed us a breakdown of these kids focusing on:
·         My beginning
·         My world
·         My family
·         Myself
·         My friends
·         My tech
·         My dreams
·         Me in a nutshell. 

Since they were born these kids experienced: 
- The first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families… and some celebrities.  While 78% of girls look up to mom, on 58% of boys look up to dad.  26% said the look up to a grandparent, while the rest of their role models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister (15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).

And they are busy!  6.2 hours of the day they are in school, while the rest of their day entails sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities (.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26% of their day.)

In their free time, they watch TV (48%), play with toys (43%), play video games (33%), and play outside (18%).

CONFERENCE WRAP-UP

The Conference concluded with a wrap-up with the year’s co-chairs and the advisory panel giving their feedback of the sessions, discussing plans for next year’s conference, and taking questions from the audience.